Factors Affecting Social Commerce Victimization of a Thai University’s Students

บทคัดย่อ

This research examines victimization in social commerce among undergraduate students by employing quantitative analytical methods on a survey of 400 participants. The study explores how demographic characteristics, purchasing behaviors including order frequency and value, decision-making factors such as vendor trustworthiness, recognized social value, and awareness of others’ victimization, along with risk perceptions including product feature, financial, psychological, and privacy risks, affect victimization rates and financial consequences. Utilizing both descriptive and inferential statistical techniques, such as Pearson correlation coefficients and multiple regression, the study identifies significant relationships. It reveals that factors like order value significantly impact financial losses, whereas vendor trustworthiness has minimal effect. Additionally, the research employs causal regression-based forecasting to recommend future spending limits based on past victimization experiences, aiming to enhance online financial safety. The findings underscore the urgency of developing targeted educational programs and government-led initiatives to foster safer online behaviors, highlighting the complex nature of social commerce victimization and advocating for comprehensive strategies to mitigate its effects.